This stage proceeds once the outline of the project is defined and agreed upon, we assemble the team.
That could be an interview / writing process to create the text content. It may be just having photography done of products or sites to match to client supplied text.
As the text is being developed we meet to set what images would best illustrate the points in the content. We may source stock images to manage cost or if the budget allows bring in an artist illustrator or a photographer or both.